More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase. So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet? On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees. Watch the webcast to learn: How to identify the stages of the Buyer’s Journey How to align marketing and sales to the Buyer’s Journey Why companies can accelerate their revenue cycle with this approach The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee

1. Marke&ng
Along
the
Buyers’
Journey
December
6,
2011
-­‐
1
PM
EST
Speakers:
Chris&ne
Crandell,
New
Business
Strategies
Erez
Barak,
Op&fy
©2011 Third Door Media, Inc.

2. Agenda
• How Selling Has Changed
• The "Buyers' Journey" Model
• 5 Organizing Principles
• The Buyers' Journey and your Organization
• Buyer Enablement – The Invisible 70%
• How to market to the invisible 70%
• Q&A
©2011 Third Door Media, Inc.

3. Erez
Barak,
VP
of
Products,
and
Co-­‐Founder
Op&fy
Erez
Barak
is
Vice
President
of
Products
and
Co-­‐
Founder
at
Op&fy.
Frequent
speaker
at
industry
events.
Prior
to
Op&fy,
Erez
was
a
director
of
product
marke&ng
in
HP’s
SoRware
business
unit.
He
was
recently
named
among
the
Top
25
Innovators
by
SeaUle
Business
Magazine.
©2011 Third Door Media, Inc.

4. Chris&ne
Crandell,
President,
New
Business
Strategies
B2B
marke&ng
and
strategy
Chris&ne
Crandell
is
a
expert
with
more
than
20
years’
success
in
driving
demand
and
strategy
for
leading
technology
organiza&ons
around
the
world.
Her
approach
to
marke&ng
and
strategy
has
led
to
recogni&on
as
one
of
Silicon
Valley’s
Most
Influen&al
Women
for
2010
by
the
Silicon
Valley/San
Jose
Business
Journal.
©2011 Third Door Media, Inc.

5. Some Stats to Consider…
70% of buy cycle is complete before
Sales is engaged
Forrester 2011
of sales teams achieve quota
DemandCon 2011
50%
of sales interactions are considered
3% worthwhile by prospects
Forrester 2011
©2011 Third Door Media, Inc.

6. What is the Buyers’ Journey?
The Buyers’ Journey is a set of
organizing principles for aligning
company functions and roles to
enable, engage and establish
enduring relationships with buyers.
©2011 Third Door Media, Inc.

7. Buyers‘
Journey
1. Buyer
Enablement
2 • Higher
quality
leads
2. Purchase
Buyer
Valida?on
Influence
• Faster
revenue
Circle
cycles
1 3
3.
Buyer
Engagement
• Earlier
&
wider
adop?on
©2011 Third Door Media, Inc.

8. Buyer
Enablement:
Valida&on
•
Problem
Defini&on
Commitment
to
solving
the
problem
Evalua&on
•
Solu&on
Search
Understand
how
Peers
Buyers’
solved
the
problem
Solu&on
Journey
•
Evalua&on
Search
Select
approach,
evaluate
alterna?ves
and
short-­‐list
Problem
•
Valida&on
Defini&on
CONTACT
vendors
and
validate
selec?on
decision
©2011 Third Door Media, Inc.

9. Buyer
Engagement:
• Value
Delivery
Purchase
Value
Customer
onboarding
and
Validation Delivery
ini?al
value
•
Nurture
&
Retain
Nurture
Consistent
expected
Evaluation &
Retain
experience
•
Value
Streams
Buyers’
Deliver
expected
value
Solution Journey
Value
beyond
solu?on
ROI
Search Streams
•
Expanded
Adop&on
Expected
experience
and
Problem Expanded
value
drives
adop?on
Definition Adop&on
•
Evangelism
Evangelism
Unprompted
WOM
of
your
value!
©2011 Third Door Media, Inc.

10. Five Organizing Principles
1. Align Outward to Buyers
2. All Things Outcome-Oriented
3. Understand Digital Body Language
4. Be Consistent
5. Match Value to Persona & Stage
©2011 Third Door Media, Inc.

11. Why Adopt the Buyers’ Journey?
• Accelerate sales by 3 to
5 times
• Reduce cost of sales by
30+%
• Drive viral word-of-
mouth evangelism
©2011 Third Door Media, Inc.

12. Buyers‘
Journey
in
your
Organiza&on
Opportunities
Sales
Purchase
Value
Validation Delivery
Customer Experience
Customers and Advocates
Contacts/Leads
Nurture
Marketing
Evaluation &
Retain
Buyers’
Journey
Value
Solution
Search Streams
Problem Expanded
Definition Adop&on
Evangelism
©2011 Third Door Media, Inc.

13. Buyer
Enablement
–
The
Invisible
70%
Opportunities
Sales
Buyer
Enablement:
• 70%
of
the
buy
cycle
is
Purchase
complete
before
Sales
is
Valida&on
engaged
• Inclusion
or
exclusion
in
Contacts/Leads
Evalua&on
buyer’s
short
list
Marketing
Marketing
Buyers’
• Company
percep?on
and
Journey
Solu&on
first
impression
are
set
Search
• Expecta?ons
for
solu?on
Problem
are
set
Defini&on
• Educa?on
of
audience
occurs
©2011 Third Door Media, Inc.

14. How to Market to the Invisible 70%
©2011 Third Door Media, Inc.

15. Problem Definition
©2011 Third Door Media, Inc.

16. How
to
Market
to
the
Invisible
70%
Stage:
Problem
Defini?on
Being
aware
of
a
problem
and
commi7ng
to
solving
it
Where:
Trade
publica7ons,
tradeshows,
social
groups,
Q&A
sites
What:
Educate
on
common
issues,
pain
points
Contacts/Leads
and
missed
opportuni7es
Marketing
Marketing
Buyers’
How:
Research,
studies,
case
studies,
Q&A,
Journey
content
crea7on
and
syndica7on,
webinars
Call
to
ac&on:
free
analysis,
download
content
Problem
Defini&on
What
to
measure:
Downloads,
returned
visitors,
followers,
fans,
traffic
from
referral,
referring
keywords
©2011 Third Door Media, Inc.

17. Solution Search
©2011 Third Door Media, Inc.

18. How
to
Market
to
the
Invisible
70%
Stage:
Solu?on
Search
Understand
how
peers
solved
the
problem
Where:
Trade
publica7ons,
search
engines,
blogs,
referrals,
social
media,
relevant
market
places
What:
Create
awareness
and
posi7on
your
Contacts/Leads
company/product
as
a
possible
solu7on
Marketing
Marketing
Buyers’
How:
SEO,
case
studies,
referral
program,
videos,
Journey
webinars,
press
releases,
display
Solu&on
Search
Call
to
ac&on:
Read
the
case
study,
watch
the
video,
learn
more,
register
for
the
webinar
What
to
measure:
Views,
visits
to
case
study
pages,
referring
keywords,
impressions,
referring
sites,
conversion
pages
©2011 Third Door Media, Inc.

19. Evaluation
©2011 Third Door Media, Inc.

20. How
to
Market
to
the
Invisible
70%
Stage:
Evalua?on
Select
approach,
evaluate
alterna7ves
and
short-­‐list
Where:
SEO
&
PPC,
website,
relevant
market
places,
3rd
party
sites,
partner
What:
Demonstrate
how
your
product/company
can
provide
a
solu7on
to
the
problem
Contacts/Leads
Evalua&on
How:
Case
studies,
demo,
videos,
public
valida7on
Marketing
Marketing
Buyers’
(awards,
current
customers),
customer
tes7monials
Journey
Call
to
ac&on:
Personalized
demonstra7on,
contact
us
What
to
measure:
Number
of
demo
requests,
visits
to
product
page
on
website,
views
of
demo
video,
partner
site
inquires,
visits
from
market
place,
visits
from
referring
keywords
and
campaigns
©2011 Third Door Media, Inc.

21. Validation
©2011 Third Door Media, Inc.

22. How
to
Market
to
the
Invisible
70%
Opportunities
Sales Stage:
Valida?on
Contact
vendors
and
validate
selec7on
decision
Where:
Website,
your
social
pages,
your
public
profiles
Valida&on
What:
Prove
that
your
company/product
can
deliver
on
its
promise
to
solve
the
problem
Contacts/Leads
Marketing
Marketing
Buyers’
How:
Free
trial,
ROI
calculator,
case
studies,
Journey
customer
tes7monials
Call
to
ac&on:
Start
your
free
trial,
get
a
free
sample
What
to
measure:
Free
trials
signups,
lead
source,
visit
referal
type,
conversion
pages,
referring
keywords,
referring
campaign
©2011 Third Door Media, Inc.

23. How
to
Market
to
the
Invisible
70%
Opportunities
Sales
Buyer
Enablement:
1. Be where your audience is
2. Provide value and build
your brand
Purchase
3. Stay top of mind
Valida&on
4. Align call-to-action with
stage and place
Contacts/Leads
Evalua&on
5. Make your value
Marketing
Marketing
Buyers’
proposition clear and
Journey
consistent
Solu&on
6. Make it easy to reach out
Search
and learn more
Problem
7. Know what’s working
Defini&on
©2011 Third Door Media, Inc.

24. Closing the Loop
» Search
Indicators
» Referring
Keywords
» Referring
Search
Engines
» Referring
Sites
» Social
Indicators
» Likes,
Shares,
Comments
» Re-­‐tweets
and
Followers
» Social
Influence
» Business
Indicators
» Pageviews
» Visitors
» Conversion
» Revenue
©2011 Third Door Media, Inc.

25. Key Takeaways
• Buying is social, trust-based, self-directed and transparent
• Social has fundamentally changed how companies market
and sell
• Only by aligning marketing assets to buyer behavior can you
drive revenue
• The "experience" is as important a purchase criteria as the
product's capability
• Marketing is a mix, you need to use all tools available to
reach your audience where they are
• Aligning call to action and tactic with Buyers' Journey stage is
crucial for success
• Tracking and measurement isn't about a specific stage, it's
about the entire journey
©2011 Third Door Media, Inc.

26. Optify – Marketing in Real Time
» Founded in 2008 and publicly released in March 2010,
now has over 3,000 accounts
» Enables marketers to drive more traffic and leads with
SEO and social media, convert visitors to customers,
and measure and share results
» Optify customers see over 100% increase in organic
traffic and over 300% increase in leads in less than 4
months
» Resources:
» Featured customers and testimonials are available at
www.optify.net/customer-testimonials/ ,or read our case
studies at
www.optify.net/category/case-studies/
» We offer 4 Editions www.optify.net/editions-pricing/ and a
14-day free trial www.optify.net/sign-up/
» Learn more at www.optify.net
©2011 Third Door Media, Inc.